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SA Rugby has introduced a ‘loyalty programme’ for the Cape Town Sevens to put tickets in the hands of ‘dedicated fans’.

Last year all the tickets available to the general public sold out in 44 minutes. Fans who had queued for hours for kiosks to open were left frustrated while those who chose the online route had to be quick on the finger or miss out.

The event was an overwhelming success but research by SA Rugby highlighted that the ticket purchasing experience left many fans disenchanted.

‘We did a lot of research and the buying experience over the past three years has left many supporters frustrated and disappointed,’ said Jurie Roux, SA Rugby CEO.

‘When demand exceeds supply – as it does for the Cape Town Sevens – there will always be those who miss out, but we wanted to create a better and less random system to allow the true supporter to lay his or her hands on tickets.

‘We are introducing a loyalty programme for this and future editions – which will put tickets in hands of dedicated fans – although it does come at an additional cost. But some tickets will also be available at the normal price through the lottery system.

‘We have deliberately kept ticket prices for the Cape Town Sevens low,’ Roux added. ‘The most expensive ticket last year was R300 for an unbelievable eight-hour experience, featuring the best sevens players in the world and some really engaging off-field entertainment.

‘This year the most expensive tickets will be R325 per day, while cheaper tickets will cost R250 and R195 per day respectively, which excludes loyalty programme charges.

‘By registering for the loyalty programme, fans will be able to order up to seven tickets each – for an additional R75 per ticket. Not only does that ensure your ticket chances but successful loyalty members will have first right of refusal to purchase tickets to future editions.

‘It does mean that the price has gone up this year but we will still be the cheapest sevens tournament on the World Series.’

2. Supporters will have until 12 September to register and make their choice of the loyalty or lottery membership programmes, or through SA Rugby Travel.

3. Supporters who opt into the loyalty programme will be asked to specify how many tickets they would like to purchase (up to a maximum of seven) for an additional R75 per ticket.

4. Tickets will be available to loyalty members in all areas of the ground. Lottery tickets may only be available on level three (upper level) of the stadium, depending on loyalty demand.

5. At the end of the registration period, loyalty members will be emailed a personalised link giving them direct access to the ticketing system to select and pay for their tickets, including the loyalty fee.

6. That link will be active for two weeks for loyalty members to go online, select and purchase their guaranteed seats – the process will be hassle-free as there is no “online rush” as experienced in the past.

7. Any tickets which are left over from the loyalty programme allocation will go into the pool for the lottery draw.

8. After the draw has taken place, successful applicants will be advised via an email link. They will be given 14 days to pay (at normal ticket prices). Tickets not paid for in that time will go back into the lottery.